New UK handset shown sporting the Windows brand.

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When we reviewed the HTC One (M8) for Windows, one of the things that struck us about that phone's rather awkward name was the "for Windows" part. Notably, it wasn't "for Windows Phone," even though the operating system that the phone is running has that name.

Since then, there has been speculation, rumor, and leaks that suggest a rebranding effort is imminent. One part we knew about already: Microsoft is removing the Nokia name from the Lumia smartphones. Back when Microsoft's decision to buy Nokia's handset division was announced, the companies said that although Microsoft had a 10-year license for the Nokia name on dumb/featurephones, the Redmond firm's ability to use the Nokia name on smartphones was much more limited. Every model that was released (or, it seems, close to release, such as the Lumia 630/635), has retained the Nokia name, but future models will only be Lumia.

The second part of the rebranding is a little more surprising: it seems that "Windows Phone" is going to become merely "Windows." This was pointed at in some leaked documents and now appears to have been confirmed by a second leak. As reported by Neowin, a new Windows phone from UK brand My Go has been spotted, and on the back is a plain Windows badge—no Windows Phone in sight.

The GoFone's rear, sporting its Windows badge.

The GoFone GF47W from the front.

The phone itself, catchily named the GoFone GF47W, is a fairly sleek, mid-range handset with a 4.7-inch 1280×720 screen, 8MP rear/2MP front camera, and dual SIM. It looks like the Go Pro wasn't ready for the phone to be revealed, however; the page with the photos says at the top that it is "Confidential" and "Internal Use Only." There's no indication of a release date or pricing. It's still not clear when the rebranding will occur, but it does now seem to be in the cards.